The Future of Functional Dairy Ingredients

This report reviews functional dairy ingredients and the products they are used in, and considers the impact of major consumer health trends, market dynamics, and the status of legislation such as EFSA’s Nutrition and Health Claims Regulation on dairy innovation in the functional space. It contains case studies and product examples to forecast what will drive success in functional dairy.

Features and benefits

• Gain an insight into recent trends functional dairy innovation, packaging, and marketing through in-depth case studies.
• Understand the implications and impact of recent EU and US food and nutrition claims regulations on the development of the functional dairy sector.
• Consider different ways to market functional dairy ingredients and their benefits to consumers and build trust in functional dairy products.
• Gain an overview of the inherent functional benefits of dairy products – especially milk – and understand the place of fortification in dairy.
• Analyze regional trends in dairy product innovation and gain insight into how your products can be more effectively positioned in their target market.

Highlights

A shift in the underlying formulation and mix of dairy is due to greater advances food technology and is resulting in a greater ability to target not only different demographic groups by age and gender, but also by ethnicity and unique taste trends. Both the ‘add in and take out’ trend is going to continue across the functional dairy market.

Many factors can impact the success or failure of functional dairy products including consumer understanding of a product’s benefits and mechanism of action, price, ingredients, its macronutrient composition, and unlike dietary supplements its taste, texture and food like qualities

The future will be challenging on the regulatory front for functional dairy ingredients and products in the EU and US - if not globally - due to the new Novel Dietary Ingredient guidance in the US and Nutritional Health Claims Regulation becoming law in the EU, as it becomes harder to make claims and the burden of proof is placed on manufacturers.

Your key questions answered

• What are the key consumer and innovation trends in functional dairy ingredients and how can I adapt my NPD strategy to these opportunities?
• What's driving the market for functional dairy ingredients and products and where are the opportunities for my business?
• What's the latest status of EFSA's Nutrition and Health Claims Regulation and how does it affect functional dairy ingredients?
• How can my company leverage new regulations on health claims to give my functional dairy ingredient a unique selling point and build consumer trust?
• Is there potential for dairy categories such as cheese, dairy spreads, and ice cream to utilize functional ingredients to create new usage occasions?

Table of Contents

About the author
Disclaimer

EXECUTIVE SUMMARY
Introduction
The functional dairy market
Dairy - a regulatory update
Healthy dairy brand positioning
Innovation in healthy dairy – trends, opportunities, and predictions
Introduction
Summary
Introduction
The place of functional ingredients in dairy
About this report
Methodology
Report structure
The functional dairy market
Summary
The global dairy market
Global market value
Global volume growth
Global product launch analysis
Regional analysis of dairy market
Europe
US
Asia-Pacific
Dairy – A regulatory update
Summary
Introduction
Europe – regulatory factors impacting the dairy market
The Nutrition and Health Claims regulation (NHCR)
Levels of acceptance and rejection of health claims
Key dairy opinions from EFSA’s health claims review
Protein, including whey, casein, and soy proteins
Other favorable claims
Probiotics: a special case in dairy
What does EFSA need to approve a health claim?
EU Nutrition and Health Claims Regulations: conclusions
Nutrient profiles and the dairy market
Regulatory factors impacting the dairy market in the US
New Dietary Ingredient (NDI) guidance
Healthy dairy brand positioning
Summary
Introduction
Functional ingredients within dairy foods
Milk and its bioactives
Cheese and its bioactives
Yogurt and its bioactives
Positioning functional foods: ingredient- or claim-led?
Will consumers accept medicalized marketing?
Innate or fortified goodness?
Case Studies – leading insights from within the dairy category
Yogurt – the emergence of pouring and decadent yogurt
Cheese - heart and gut health lead the category for functional benefits but…
Milk – omega-3 and probiotics lead fortification
Spreads – weight management, omega-3 and sterols lead fortification
Innovation in healthy dairy – trends, opportunities, and predictions
Summary
Introduction
Innovation and trends in the yogurt category
Innovation and trends in the cheese category
(Untitled sub-section)
Innovation and trends in the milk category
(Untitled sub-section)
Innovation and trends in the spreadable fat category
(Untitled sub-section)
Innovation and insight from label claims
Regional label claim analysis
The future for dairy – conclusions and opportunities
Ingredient trends and opportunities
Category trends and regional opportunities
Regulatory challenges and opportunities
Market drivers
Appendix
Bibliography/references

List of Figures

Figure: Global dairy market share by value and category ($bn), 2011
Figure: Global dairy market by volume and category (kg or liters, million) 2011
Figure: Share of global product launches by category (% launches), 2011
Figure: Dairy product launches by region (% launches), 2008 and 2011
Figure: Growth of share of the dairy market by region
Figure: European dairy market value ($bn), 2007-2015
Figure: Share of the European dairy market by value (% of value), 2008 and 2011
Figure: European yogurt market value ($bn), 2007-2015
Figure: European cheese market value ($bn), 2007-2015
Figure: European milk market value ($bn), 2007-2015
Figure: European spreadable fats market value ($bn), 2007-2015
Figure: European product launch analysis by category, (% products launched), 2011
Figure: US dairy market value ($bn), 2007-2015
Figure: Share of the US dairy market by value (% value), 2008 and 2011
Figure: US yogurt market value ($bn), 2007-2015
Figure: US cheese market value ($bn), 2007-2015
Figure: US milk market value ($bn), 2007-2015
Figure: US spreadable fats market value ($bn), 2007-2015
Figure: US product launch analysis by category, (% products launched), 2011
Figure: Asia-Pacific dairy market value ($bn), 2007-2015
Figure: Share of the Asia-Pacific dairy market by value (% value), 2008 and 2011
Figure: Asia-Pacific milk market value ($bn), 2007-2015
Figure: Asia-Pacific yogurt market value ($bn), 2007-2015
Figure: Asia-Pacific cheese market value ($bn), 2007-2015
Figure: Asia-Pacific spreadable fats market value ($bn), 2007-2015
Figure: Asia-Pacific product launch analysis by category (2011)
Figure: Composition of health claims reviewed by EFSA
Figure: Status of EFSA’s analysis of 13.1 general function claims
Figure: Acceptance and rejection of health claims by EFSA
Figure: Status of EFSA’s analysis of 13.5 proprietary and new data claims
Figure: Status of EFSA’s analysis of Article 14 disease reduction and child development claims
Figure: Percentage of probiotics-based health claims submitted by individual European Member States
Figure: Specific nutrient profiles and conditions of use, which food or certain categories of food must comply with in order to bear nutrition or health claims.
Figure: Rachel’s pouring yogurt and Danone Activia pouring yogurt
Figure: Müllerlight chocolate sprinkled range
Figure: MiniCol cheese from Emmi and LiveActive cheese from Kraft
Figure: Horizon organic DHA fat free milk
Figure: PULEVA Peques 3 milk from Puleva Food, SL
Figure: Mojo milk from Abunda Functional Foods
Figure: NÖM Fasten butter for weight management
Figure: Ego Age protect yogurt from Ljubljanske mlekarne
Figure: Slim and Vital yogurt from Ljubljanske mlekarne
Figure: Activia frozen yogurt from YoCream International
Figure: Arla squeezy low fat yogurt
Figure: Innovative packaging for The Deli Garage by Koll Rebbe agency
Figure: Allegro 9% cream cheese spread with antioxidants from Agropur
Figure: Kerry Low Low fat spread
Figure: Nacht Milchkristalle Milk from Milchkristalle
Figure: Hugo milk from Cocoa-Cola (Chile)
Figure: Vio from Cocoa-Cola
Figure: Beviva vitamin spread from Polish company Bunge
Figure: Beviva z błonnikiem (fiber)
Figure: Innovative butter packaging from Yeongkeun, South Korea
Figure: Leading label claims 2008 vs. 2011
Figure: Label claim analysis Europe – 2008 vs. 2011
Figure: Label claim analysis USA – 2008 vs. 2011
Figure: Label claim analysis Asia Pacific – 2008 vs. 2011